A rename for Viral Esoterica
So, now that I’ve been writing this newsletter for a few months, I’ve realized I don’t like the name. Perhaps ironically, it’s too esoteric.
At the same time, I’ve also evolved a better understanding of what I really want to write about, or rather how I want to write about it. So I’m renaming the newsletter to reflect this.
I’ll write more about this new direction in this week’s actual post (which will come to you with the new name) but here’s a quick preview:
It’s been bothering me that a lot of B2B marketing content - blogs, white papers, case studies etc. - feels very transactional. They’re designed to get a buyer's attention once, deliver a quick jolt of information and possibly a call to action, then send them on their way. But most decision makers need to interact with 8 to 13 pieces of content before they make a buying decision. So this seems like a missed opportunity.
On the other hand, I’ve noticed a few companies publishing larger, in-depth resources, designed to encourage navigation between individual posts, videos and articles. Because this content feels more substantial and permanent, readers are more likely to bookmark it, return to it and share it with colleagues.
I call this relational content - the opposite of transactional content.
I believe relational content is win win for both the companies that adopt it and the broader communities/markets they serve: Readers get more valuable information, in a form they can most benefit from and from a source that they can trust. B2B SaaS companies get trust and engagement that translate to long-term relationships with potential customers, and eventually to sales.
For this reason, I want to help more companies ditch their existing transactional marketing strategies and start building relational content. So that’s what I’m planning to focus on going forward via this newsletter (and my company, Merelogic.)
When the next post to this newsletter comes to your inbox, it will arrive under the new name, which is simply “Relational Marketing.” I hope you’ll stick with me for this new journey.